Creating,Customer-Centric,Orga business, insurance Creating a Customer-Centric Organization

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Fostering customer engagement isthe most effective way to recover lost customers and acquire new ones. This isbecause fully engaged customers recruit new customers for you, simply by beingenthusiastically satisfied with your service. If you can successfully create acustomer-centric organization, you can successfully generate fully engagedcustomers (as well as higher profits).There are two key variablesin engineering a customer-centric organization: customer engagement andemployee engagement. Through Customer Engagement Management (CEM), you can takepractical steps to increase customer engagement. Although nearly anyorganization can improve customer engagement through CEM, we have found thatcustomer engagement scores improve even further when organizations also useEmployee Engagement Management (EEM). EEM practices create a healthyorganizational culture in the workplace, so that your employees feel passionateabout their work. Although some immediate actions can be taken to improveemployee engagement, EEM will likely involve a longer process of internalchange and growth.  Customer Engagement Generally, an engagedcustomer is one who actively supports a service or product. Customer engagementis more than just brand loyalty where customers are simply making exclusivepurchases; instead, engaged customers are supporting the company and tellingothers about products and services. In short, the key to a successful businessis engaged customers -- people who enthusiastically endorse what you do. Unfortunately, manyorganizations fail to recognize how their own procedures create apatheticcustomers. For instance, many organizations suffer from a lack of consistencyregarding customer contact. Not do they use multiple forms of media tocommunicate with their customers, they use multiple departments and personnel,too.  Nothing is more frustrating for acustomer than having three different encounters with three different employeesin three different ways over a single issue. It's easy to see how customers are willing to switch brands when facedwith such poor customer service. A customer-centricorganization wouldn't expect its customers to navigate such complexcommunication structures. Customer-centric companies focus on the customerthroughout everything they do.  A CEMsolution for such a problem would begin with talking to customers to find outhow they feel, ideally through statistically consistent and reliable market research.  As you design your questionnaire, identifyevery area in which your company may potentially come into contact with acustomer. Next, identify which of these areas stand to impact customerengagement the most. Whichever area will specifically increase customerloyalty, referrals, and engagement should be given the most attention andresources. View your product or service as a real customer would.  Don't generalize or stereotype; instead,recruit actual customer to help you accurately visualize your product. By doingthis, you'll remove the focus from "the company" and put it on thecustomer--exactly where it needs to be. Employee Engagement Whether they realize it ornot, customers make most of their decisions based on their emotions--howthey're feeling at a given point in time--which is why employee engagement is acrucial ingredient in creating a customer-centric culture. If employees areengaged, their interactions with customers will be genuine, not coerced orforced. Customers recognize and are pleased with such sincere service.  As such, one of the major factors in breedingcustomer engagement is employee engagement.  The first step to engagingemployees is realizing that there is not a one-size-fits-all solution for everyorganization. Since every company's organizational culture is different, everycompany's employee engagement solution should look different as well. Youremployees are unique, so your EEM solution should begin with asking staff howyou can help them feel engaged and then incorporating a management solutionthat allows managers to take action to meet those needs. By working to establish acustomer-centric culture, over time, you'll find an increase in the number ofengaged employees. Consequently, with an increase in employee engagement,you're likely to experience an increase in customer engagement. And with that,you'll, no doubt, enjoy success.